A RESEARCH REPORT ON ADOPTION OF READY TO EAT PRODUCTS AMONG FEMALES IN PANIPAT CITY

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF PAPER CP-402 FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (Session 2008-2010)

UNDER THE SUPERVISION OF: Mrs. MONIKA GUPTA FACULTY (MMIM)

SUBMITTEDBY: RAHULCHOTANI ROLL NO. 12081056

SUBMITTED TO:

MAHARISHI MARKANDESHWAR INSTITUTE OF MANAGEMENT MAHARISHI MARKANDESHWAR UNIVERSITY, MULLANA AMBALA, HARYANA- 133203 (INDIA)

DECLARATION

I hereby declare that the dissertation entitled ADOPTION OF READY TO EAT PRODUCTS AMONG FEMALES IN PANIPAT CITY submitted for the Degree of Master of Business Administration is my original work and the dissertation has not formed the basis for the award of any degree, diploma, associate ship, fellowship or similar other titles. It has not been submitted to any other University or Institution for the award of any degree or diploma.

Date: 9th April 2010 Place: Mullana RAHULCHOTANI 12081056

CERTIFICATE

Certified that the research project entitled ADOPTION OF READY TO EAT PRODUCTS AMONG FEMALES IN PANIPAT CITY done by Mr. Rahul Chotani during the period of his study under my guidance, and that the research project has not previously formed the basis for the award of any degree, diploma, associate ship, fellowship or similar other titles and that it is independent work done by him.

Date: 9th April 2010 Place: Mullana

MONIKA GUPTA FACULTY (MMIM)

ACKNOWLEDGMENT

Knowledge is an experience gained in life, it is the choicest possession, which should not be shelved but should be happily shared with others. I express my gratitude to my esteemed guide, Faculty guide Mrs. MONIKA GUPTA, Maharishi Markandeshwar Institute of Management for their valuable critiques, assistance and encouragement, which enabled me to carry on the project successfully. They gave me a wonderful opportunity to work on this project. Their time-to-time guidance and incessant support helped me to broaden my outlook on the project I am highly obliged for their support throughout the research. I would like to thanks to all for give their valuable inputs and time.

EXECUTIVE SUMMARY

Introduction to the Topic

The food industry is on a hike of changes as Indians continue to have a feast. Fuelled by what can be termed as a perfect ingredient for any industry - large disposable incomes - the food sector has been witnessing a marked change in consumption patterns, especially in terms of food.

Change in consumption patterns

Increasing income is always accompanied by a change in the food basket, says an ICRA report, which analyses food expenditure patterns over the last three decades in India. The report observes that the proportionate expenditure on cereals, pulses, edible oil, sugar, salt and spices declines as households climb the expenditure classes in urban India while the opposite happens in the case of milk and milk products, meat, egg and fish, fruits and beverages. Food processing is generally understood to encompass all methods by which raw food stuff is rendered suitable for cooking, consumption and storage. Human kind has known methods of preservation and storage of foods since times memorable. The modern ready to eat industry is one of the results of industrial revolution. The industrial revolution altered the nature of the food chain by a shift from an agrarian to an industrial society. But ideas and development in modern food technology followed largely from the empirical practices of people in the past. Policy Initiatives The Government has formulated and implemented several schemes to provide financial assistance for setting up and modernizing of food processing units, creation of infrastructure,

support for research and development and human resource development in addition to other promotional measures to encourage the growth of the processed food sector.

The Centre has permitted under the Income Tax Act a deduction of 100 per cent of profit for five years and 25 per cent of profit in the next five years in case of new agro processing industries set up to package and preserve fruits and vegetables.

Excise Duty of 16 per cent on dairy machinery has been fully waived off and excise duty on meat, poultry and fish products has been reduced from 16 per cent to 8 per cent.

Most of the processed food items have been exempted from the purview of licensing under the Industries (Development and regulation) Act, 1951, except items reserved for small-scale sector and alcoholic beverages.

Food processing industries were included in the list of priority sector for bank lending in 1999. Automatic approval for foreign equity up to 100 per cent is available for most of the processed food items except alcohol, beer and those reserved for small-scale sector subject to certain conditions.

Foreign Direct Investment

Foreign direct investment (FDI) in the country's food sector is poised to hit the US$ 3-billion mark. In the last one year alone, FDI approvals in food processing have doubled.

The cumulative FDI inflow in food processing reached US$ 2,804 million in March 06. In 05-06, the sector received approvals worth US$ 41 million. This figure is almost double the US$ 22 million approved in '04-05.

ABOUT FOOD PROCESSING Food processing is generally understood to encompass all methods by which raw food stuff is rendered suitable for cooking, consumption and storage. Human kind has known methods of preservation and storage of foods since times immemorial. Techniques for preserving food from natural deterioration, following harvest or

slaughter, date to prehistoric times among the oldest methods are drying, refrigeration and fermentation. Ancient hunters and gatherers used caves and other cool places for storage. Fermentation was known by the third millennium B.C. in Mesopotamia and Egypt. Pickling was developed by the Indian two thousand years ago. The modern ready to eat industry is one of the results of industrial revolution. The industrial revolution altered the nature of the food chain by a shift from an agrarian to an industrial society. But ideas and development in modern food technology followed largely from the empirical practices of people in the past.

Ready-to-eat food:Ready-to-Eat (RTE), or convenience food, is now dotting the shelves of urban stores and supermarkets. RTE dishes are pre-cooked and then packaged in foils. All that one has to do is dip the pouch in hot water for 3-5 minutes, cut open and serve or devour! Even better, just microwave the pouches and pour out the delicacies. The popularity of ready-to-eat packs and the bottom lines of eateries have a story to tell. Eating out no longer marks a special occasion. Customer wants value for his money in terms of quality and variety. No wonder, multi-cuisine restaurants are mushrooming even in small towns. Italian, Mexican, Lebanese, Japanese, and Cajun the list is growing. The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate of 6-8 per cent, during the tenth five-year plan period. Value addition of food products is expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The new wave in the food industry is not only about foreign companies arriving here attracted by the prospective size of the market. It is also about the migration of the Made in India tag on food products traveling abroad. Indian food brands and fast moving consumer goods (FMCGs) are now increasingly finding prime shelf-space in the retail chains of the US and Europe. These include Cobra Beer, Bikanervala Foods, MTR Foods' ready-to-eat food stuff, ITC's Kitchen of India and Satnam Overseas' Basmati rice.

The popularity of food and agro products is not surprising when the sector is now offering a growth of more than 150 per cent in sales. With such promise in the sector, a number of foreign companies have joined the fray. While US brands such as McDonalds, Pizza Hut and Kentucky Fried Chicken have become household names, more are on their way. For instance, the proportionate expenditure on staples (cereals, grams, pulses) declined from 45 per cent to 44 per cent in rural India while the figure settled at 32 per cent of the total expenditure on food in urban India. The Confederation of Indian Industry (CII) has estimated that the food processing sector has the potential of attracting US$ 33 billion of investment in 10 years and generates employment of 9 million person-days.

Food Parks:In a bid to boost the food sector, the Government is working on agrimonies and the concept of mega food parks. Twenty such mega parks will come up across the country in various cities to attract Foreign Direct Investment (FDI) in the food processing sector. The Government has released a total assistance of US$ 23 million to implement the Food Parks Scheme. It has so far approved 50 food parks for assistance across the country. The Centre also plans US$ 22 billion subsidy for mega food processing parks.

ITC
ITC made its entry into the branded & packaged Foods business in August 2001 with the launch of the Kitchens of India brand. A more broad-based entry has been made since June 2002 with brand launches in the Confectionery, Staples and Snack Foods segments. The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the areas of hospitality and branded cuisine, contemporary packaging and sourcing of agricultural commodities. ITC's world famous restaurants like the Bukhara and the Dum Pukht, nurtured by the Company's Hotels business, demonstrate that ITC has a deep

understanding of the Indian palate and the expertise required to translate this knowledge into delightful dining experiences for the consumer. ITC has stood for quality products for over 90 years to the Indian consumer and several of its brands are today internationally benchmarked for quality. The Foods business carries forward this proud tradition to deliver quality food products to the consumer. All products of ITC's Foods business available in the market today have been crafted based on consumer insights developed through extensive market research. Apart from the current portfolio of products, several new and innovative products are under development in ITC's state-of-the-art Product Development facility located at Bangalore. Leadership in the Foods business requires a keen understanding of the supply chain for agricultural produce. ITC has over the last 90 years established a very close business relationship with the farming community in India and is currently in the process of enhancing the Indian farmer's ability to link to global markets, through the e-Choupal initiative, and produce the quality demanded by its customers. This long-standing relationship is being leveraged in sourcing best quality agricultural produce for ITC's Foods business. The Foods business is today represented in 4 categories in the market. These are:

Ready To Eat Foods Staples Confectionery Snack Foods

In order to assure consumers of the highest standards of food safety and hygiene, ITC is engaged in assisting outsourced manufacturers in implementing world-class hygiene standards through HACCP certification. The unwavering commitment to internationally benchmarked quality standards enabled ITC to rapidly gain market standing in all its 5 brands:

Kitchens of India Aashirvaad Sunfeast 10

Mint-O Candyman

Aashirvaad Ready Meals :ITC Foods launched a range of Ready-To-Eat dishes under the 'Aashirvaad Ready Meals' label, in Hyderabad, on 25th June 2003. The range now comprises nine dishes and two Combo packs. The dishes on offer currently are Rajma Masala, Nav Ratan Kurma, Dal Makhani, Aloo Mutter, Palak Paneer, Pindi Chana, Pav Bhaji, Mutter Paneer and Yellow Dal Tadka. Rajma Masala & Basmati Rice and Yellow Dal Tadka & Basmati Rice are available in Combo packs. Recently, 4 new dishes have been added to the range-Pongal, Kadi Pakodi, Kadi Pakodi & Basmati Rice, and Gajar Ka Halwa. The unique packaging form, using a retort process, ensures that the original freshness and taste of the recipes is protected without the use of preservatives.

The Retort Process:The pioneering introduction of retorting technology is what has made the sale of Ready-toEat food products commercially viable. The need of frontline military soldiers for light but nutritious food, with an assured long shelf life was the impulse and the inspiration for the development and fine-tuning of the retorting process. Retorting technology was used by the US in its Apollo Space missions. Today it is the mainstay of US military rations. Retorting is also widely used in packaged foods in Japan

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and Europe. The efficacy and effectiveness of the retorting process depends on the sterilization process and the retorting pouch.

Sterilization Process:The sterilization process ensures the stability of the Ready-to-Eat foods in retort pouches, on the shelf and at room temperature. The application of sterilization technology completely destroys all potentially harmful micro-organisms, thereby making sure that the food product has a very long shelf life. However, in the current commercial context, the self life is limited to one year.

Retort Pouches:Retort pouches are flexible packages made from multi-layered plastic films, with or without aluminum foil as one of the layers. Their most important feature is that they are made of heat-resistant plastics, unlike the usual flexible pouches. This makes the retort pouches uniquely suitable for the processing of their food contents at temperatures around 120 degrees Celsius. That is the kind of ambient temperature prevalent in the thermal sterilization of foods. The 3-ply laminate consisting of pouches and is the only one used in India. ITC uses 4layered pouches. The use of PET or polyester as the outer layer gives the required strength to the pouch. The aluminum foil serves as a barrier layer ensuring a shelf life of more than one year. The Nylon layer provides strength to the pouch, reassuring additional shelf life. The innermost layer of Polypropylene provides the critical seal integrity, flexibility, strength and taste and odour compatibility with a variety of food products. Aashirvaad Ready Meals' is currently available across all major cities like Delhi, Mumbai, Kolkata, Bangalore, Hyderabad, Chennai, Pune, Ahmedabad, Nagpur, Patna, Guwahati, and Vishakhapatnam. All grocery stores selling ready-to-eat products stock Aashirvaad ReadyMeals.

Aashirvaad Multi-purpose Cooking Paste:12

The Multi-Purpose Cooking paste is the latest offering from the Aashirvaad brand. The Aashirvaad Multi-Purpose cooking paste is positioned as a kitchen aide. The product, Bhuna hua taiyaar masala, is a fried paste of onions, tomatoes, ginger and garlic mixed in refined sunflower oil. It is a basic paste used for most north Indian dishes. It is suitable for all tomato-based dishes. The Aashirvaad Multi-Purpose Cooking paste is available in Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Ahmedabad, Mumbai and Pune at leading grocery outlets.

STAPLES:ITC entered the branded Atta market with the launch of Aashirvaad Atta in Jaipur and Chandigarh on 26th May 2002. The product is now available all over India. Aashirvaad promises the Indian housewife the joy of providing her family with the most delightful home-made rotis, made from the finest quality atta. ITC uses the sourcing strength of its eChoupals to buy wheat directly from the farmers to deliver happiness to the Indian consumer Khushiyaan Chun Chun ke (Happiness handpicked). Aashirvaad is made from finest quality wheat that ITC has the unique capability to source through its e-Choupal network. Premium quality atta, made from the best wheat in India, is also available as Aashirvaad Select Atta. ITC Foods also aims to delight the consumer through superior and innovative packaging. The on material used in reto package is PET Poly, with the design showcasing the farming process undertaken in the rural heartland of India in the form of a Madhubani painting. Aashirvaad Select Atta (2 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category. This is one of the most prestigious awards in the world for Packaging.

Aashirvaad Salt:-

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ITC launched branded packaged salt under the brand name Aashirvaad Salt on 26th March, 2003. The product is available in grocery stores around the country.

Spices
ITC forayed into the branded spices market with the launch of Aashirvaad Spices in Northern India in May 2005. The offering currently consists of Chilli, Turmeric and Coriander powder in SKUs of 50g, 100g and 200g each.

In addition to Northern India, the product is also available in Mumbai, Pune, Ahmedabad, Baroda and Surat presently.

Instant Mixes

This range, launched in March '06, includes Gulab Jamun, Rava Idli, Rice Idli, Rice Dosa and Khaman Dhokla mix. Aashirvaad Instant Mixes promise the discerning Indian homemaker perfect tasting dishes, consistently. The Rava idli Mix is available in 500g pack and rest of the products is available in 200g packs.

Sunfeast :Riding on the success of offerings in the Glucose, Marie and Cream categories, ITC has recently 14

enriched its 'Sunfeast' range of biscuits. The Company has launched three new cream flavours - Coconut, Strawberry and Pineapple. Strawberry & Pineapple creams have flavour enhancers. ITC has pioneered the launch of coconut cream biscuits in India. The Company has also introduced 'Sunfeast Dark Fantasy', a dark chocolate and vanilla cream offering for the premium segment in selectmarkets.

'Sunfeast' has also entered the milk biscuit category with its 'Sunfeast Milky Magic' biscuits. These biscuits are made of cow's milk. Sunfeast has tied up with 'Aavin', the biggest milk brand in Tamil Nadu, for sourcing cow's milk. Both the new cream biscuits and milk biscuits have received an enthusiastic response from consumers. The Sunfeast range has been further expanded with the launched of 'Sunfeast Snacky' salted crackers in 2 unique variants viz., Chilli Flakes and Classic Salted. The recently lau 'Sunfeast Special' biscuits are also available in select markets. Sunfeast's latest offering, Golden Bakes blends the sheer richness of pure butter with that of crisp cashews. This range is available in 3 exciting variants viz. Butter, Cashew and Honey & Cashew. 'Sunfeast Pasta Treat', a whole wheat based non-fried product in 4 exciting flavours, has been introduced as a healthy snacking option for children. The pasta segment was further expanded with the launch of 'Sunfeast Benne Vita' in 4 innovative variants. The snack food team is geared and ready to further enrich its product portfolio in the near future. ITC currently has two brands in the confectionery segment - "Mint-O" and "Candyman" . ITC acquired the brand "mint-o" from Candico in March 2002. ITC re-launched the compressed mint product mint-o with new and improved product and packaging. mint-o is the first mint in India to be also available in an orange flavour besides the regular mint flavour. An innovative "Lemon mint" flavors was launched on 26 th February, 2003. The product is available in two sizes rolls of 20s and 6s. mint-o offers the discerning consumer

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a value-added mint that captures the international essence of youthful "cool". mint-o is currently available in all major markets. 'Mint-O Fresh', a hard-boiled mint candy, was launched in October 2004 in two flavours. This launch extended the Mint-O brand, which had been present only as compressed mint tablets. The launch of Mint-O Fresh is in line with ITC's marketing strategy of adding excitement and contributing to the growth of the confectionery category. It is in line with its business strategy of providing the adult consumer with the across price points. Candyman Butterscotch Licks and Orange Licks was launched in December 2003 and is now available in markets across the country. This marked ITC's entry into the deposited candy market. In addition, Candyman Eclairs and Candyman hard boiled candies like Wild Banana, Mango Delite, Orange Josh, Pineapple Punch and Natkhat Mango and Maha Mango in twist wrap packaging are also available across India.

MTR

MTR Ready to Eat dishes are an amazing combination of convenience, taste and variety. They're 100% natural and have absolutely no preservatives. Its range currently comprises twenty-two delicious and completely authentic Indian curries, gravies and rice. They have successfully adapted technology from the Defense Food Research Laboratory; Mysore to make sure each dish has that "just-cooked" freshness.

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Ready for change:With an increasing amount of women entering the work place, the ready-to-eat meals market is displaying a strong growth. TFPJ takes an intimate look at this market. The emerging trends of ready-to-eat meals have captured a large amount of the food retail market in India. From the simple south Indian delicacies to the spicy north Indian food items, MTR (Mavalli Tiffin Room) provides a wide range of processed food items to select from. They manufacture, market and export a wide range of packaged foods to global markets that include US, UK, Australia, New Zealand, Malaysia, Singapore, UAE and Oman. Keeping in mind the fact that ready-to-eat meals are a new entrant in the Indian markets and have not yet gained popularity, the shift towards organised retailing is projected to drive impulse buying leading to the growth of their demand. Inside the Mavalli Tiffin The wide range of products offered by MTR includes ready-to-eat curries and rice, readytocook gravies, frozen foods, ice cream, instant snack and dessert mixes, and a variety of accompaniments like pickles and papads. The packing comprises layers of polyester and aluminium foil held together by special glue. In a country like India, where the population prefers fresh, cooked food, introduction of ready-to-eat meals was not an easy task. But socio-economic changes like an increase in the number of professional women, greater exposure and other overall societal changes have reduced the time available for cooking. Hence women today seek alternatives, which are provided by the packaged meals segment. As the awareness increases that ready-to-eat foods are natural and free from preservatives it is expected that the demand for ready to eat foods will increase in due course of time. 17

DIIFERENT READY-TO-EAT PRODUCTS AVAILABLE IN THE MAREKT Baby potatoes and green peas in a delectable curry. Serve with MTR Ready to Eat Dal Fry and MTR Ajowan Paratha Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot. Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot

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Dal Bukhara A culinary treat made from Whole Black Lentils in a tomato gravy, simmered over a slow coal fire for hours to retain the freshness and authenticity by the skilful balancing of the spices. Net Weight 285g. Serves 2 - 3 people

Yellow lentils seasoned with aromatic spices an integral part of every Indian meal. Serve with MTR Ready to Eat Palak Paneer and MTR Plain Paratha Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot

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Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot.

Paneer Darbari Soft cubes of fresh and juicy cottage cheese in a rich tomato gravy to create an unforgettable delicacy. Net Weight 285g. Serves 2 - 3 people

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Vegetable Biryani Pasta Rich, mildly spiced gravy with hand-picked spices, in just the right measure to cull out the original taste of Vegetable Biryani. Just add longgrained basmati rice and gardenfresh vegetables and cook. Serve, garnished with onions.

Entire range of Curry Pastes is available in pack of 100 grams and serves 4.

Vegetables and dried fruit cooked in a rich, creamy gravy a dish fit for kings! Enjoy with MTR Lachha Paratha or steamed rice Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot

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Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot.

Fresh

green

peas

and

button

mushrooms in a delightful gravy. Serve with MTR Ready to Eat Dal Fry and MTR Methi Muttar Paratha Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot.

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Tender chunks of cottage cheese cooked in a rich tomato gravy. Enjoy with MTR Lachha Paratha. Transfer the content of the foil pouch into the microwave safe bowl, microwave on high for 1-2 minutes and serve hot Immerse the unopened foil pouch in boiling water for about 5 minutes. Remove, cut open and serve hot.

CONCEPTUALIZATION

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As everybody knows that, today is the age of marketing where customer is supreme. We are in the age of supreme where computers can customize and provide reliable quality products. The marketing concept holds that the key to achieving organization goals consists in determining the needs and wants to target markets and delivering there desired satisfactions more effectively and efficiently than competitors. The marketing concept has been expressed in slogans such as: Whirlpool: Hum Sumjhen Aap ko Behtar (we understand you better) Philips. Lets make things better. Leading companies have expressed their commitment for the marketing concept in many ways such as: The marketer must constantly upgrade and the product by finding new dimensions Directly Personal Products, Hindustan Lever Limited. Focusing on three dimensions cost, quality and speed of implementation- can help to add value to the customer.- Managing Director, Timex. To add value to the customer, you have to offer him services on his terms. That led to the creation of many of our services. CEO (Consumer Banking), Citibank. To make it more clear, a comparison of the three stages is given in figure 1, as:

Production-Oriented

Features: Mass Production: Demand Excess Supply; Philosophy: Supply creates its own demand" Emphasis: Product

1930s
Features: Mass Production: Supply Exceeds Demand Philosophy: Customer will not buy' if there Is no hard-selling Emphasis: Product, Distribution, Sales Promotion

Sales-Oriented

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1950s
Features : Mass Production : Supply Exceeds Demand Philosophy : Customer will not buy' if there Is no hard-selling Emphasis : Product, Distribution, Sales Promotion After that, there are four pillars on which the marketing concept rest: Target Market Customer Requirements Integrated Marketing Profitability

Marketing-Oriented

Till Date

These are discussing in brief as: 1. Target Market: - A marketer has to define the market to which it will direct its efforts. The specification and identification of market would enable the marketer to design specific marketing strategies. A target market is defined as a set of actual and potential buyers of a product, service, or, idea. A buyer, who has interest in the product, income and willingness to buy, can broadly be called as potential buyer. This can be more explain with the help of the table given below : Conditions Market Definition Examples

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Interest + income Willingness to buy Interest + Willingness Barriers

+ Potential Market

A text book purchased by a prospect from middle income group. Text book not distributed in North-Eastern States of India because publisher has no office in that area. Text book is meant for MBA student (So, Text book requires pursuit of course materials similar to MBA course.) Text book is initially launched in Delhi. (Publisher has offices all over India except NorthEast India; Publisher prefers to start from Delhi.)

Income + Available market Access Qualified Available Market

Interest + Income + Willingness + Access Qualification Served or Target Market Interest + Income + Willingness + Access + Qualification Co. decides to market in a particular area

2. Customer Requirements: - The assessment of customers requirements or need

is a bit more difficult than defining the target market. This is because customer might not be able or willing to state the true nature of his needs. The customer focus is essential, as advised by Mahatma Gandhi half-a-century ago. The customer is the most important visitor to our establishment. He is not dependent on us. We depend on him. He does not disturb us in our work. He is the purpose of it. He is not alien in our business. He is a part of it. We do not do him a favour when we serve him. He does us a favour by making it possible for us.

Identify the Demographics, Psychographics, for Study Customer Identify Target Track Buyer Customer

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Identify Change Target Market

Economic, Social, and Cultural factors Of Target Market (And find out cus-tomer needs).

Behavior Closely

Buying Habits

Motivators in cus-tomer Requirements

Motivators/ Demotivators

Convert neutrals into motivators

Provide the Anticipated Customer Value The Customer Value Chain

Modify Delivered Attributes

3. Integrated Marketing: - Integrated marketing demands that there must be

internal consistency within the marketing department. All the marketing organs must strive to focus on customer. Their activities must be customer driven. The marketing functioning includes Brand Development Manager, Marketing Research Manager, Sales Manager, Advertising Manager, New Product Manager, Customer Service Manger, etc. Integrated marketing further demands that apart from internal consistency within marketing department, other departments should follow the same line- HRD, Finance, Manufacturing, Legal, Purchase, etc.

Target Market

Customer Needs

HRD Legal Finance Marketing Production Purchase

Profit Through Customer Satisfaction

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4. Profitability: - A business organization has its goal in achieving a desired level of

profits in long-term. In case of non-profit organization, the goal is to survive and attract funds, so that the activities go on and on. The revenue of a business organization comes from price that it charges.

ABOUT CONSUMER BEHAVIOUR

It is an old saying that customer is the King of the market because he is the person on whose decision demand of any product or service is dependent. The attitude of customer or buyer decides how demand will emerge for a new product and service and how existing goods & services will be sold. The study of Consumer Behavior replies how and why a particular consumer or group reacts to decisions of producers. We define consumer behavior as those actions directly involved in obtaining consuming & disposing of products and services, including the decisions process that proceeds and follow the action. The behavior that consumes display in scanning for purchasing, using evaluating and disposing of products and services that they expect will satisfy their needs. The study of consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of what they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. Normally in Consumer behavior our studies the behavior of consumer for consumption goods but in the study the behavior of buyer is also included. (a) (b) (c) In certain products like medicines one buys on the prescription of a physician which is also part of consumer behavior. In case of capital goods that is plant equipment, machinery, building etc. In case of industrial goods the decisions is influenced by supplier of equipment.

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(d) (e)

Then there are one purely consumer goods with short life and once they are used they extinguish. They are called Fast Moving Consumer Goods.(FMCG). They are other consumer goods which are durable like cars, refrigerators, electrical iron, juicer mixer etc. but they are basically consumer items with long life.

(f)

There are also goods likes clothes which are not consumed in one go but are used for long.

The behavior of consumer for all these products are taken on different considerations than short term consumer goods like fruits, juices ice creams or milk. So that these behavior and the technique of study is different for different items. In other words it implies study of attitude of all consumers in disposing of their resources. Further it is not confined to final users but also includes study of attitude of all those who take investment decisions whether they consume themselves or buy for others. Now the consumer behavior that keeps making marketing strategies also. Because all marketing strategies and tactics are based on explicit or implicit beliefs about consumer behavior can be an important competitive advantage. To survive in a competitive environment an organization must provide target customer more value than is provided by its competitors.

CUSTOMER VALUE is the difference between all the benefits derived from a total
product and all the benefits derived from a total product and all the costs and risks of acquiring those benefits. In example, owing a car can provides a no. of benefits depending on the person and the type of car including flexible transportation, image, status pleasure, comfort and even comparison ship however, sensing these benefits requires paying for the car, gasoline. Insurance, maintenance and parking fees as well as risking injury from an accident adding to environmental pollution and dealing with traffic jams and other frustrations. It

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is the difference between the total benefits and the total cost that constitutes customer value. The organization is considering on the basis of the consumer analysis undertaken in this step the organization identifies groups of individual, household, or firms with similar needs. Now after understanding the consumer behavior going to the concept of adoption process this is also not an easy task to ascertain so that the main focus of this process is the stages through which an individual consumer passes before arriving at a decision to try or not to try to continue using or to discontinue using a new product. Therefore this can also be called as adoption- decision ones time.

THE ADOPTION PROCESS:The main features of this process is the stages through individual consumer passes before arriving at a decision to try or not to try, to continue using or to discontinue using a new product. Therefore, this can also be called as Adoption- decision ones time. To know why many new products fail, marketers need to understand the time and process required for adoption to occur. Most of the organization believes that if they just develop a new product that fits an important need recognized by consumer and promote, price, and distribute it well, sales will takes place. But this does not work always various models have been given by marketing analyst after examining the process of both adoption and diffusion. The first was called AIDA (awareness, interest, desire, action) other alternative models were also conceptualized but with different terminology and with same process.

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A AIDA

B Adoption process Awareness

C Hierarchy of effects awareness

D Robertson

E Rogers

Problem Recognition knowledge

Knowledge

Awareness

Interest

Interest

Liking

Comprehension Persuasion

Desire

Evaluation

Preference

Action

Trial

Conviction

attitude

Adoption

Adoption Legitimating

Trial Decision Adoption Implementation

Dissonance

Confirmation

1. Knowledge: Consumer is exposed to the innovation existence and gains some

understanding of how it functions. In this stage consumers are aware of the product but have made on judgment concerning the relevance of the product to a problem or recognized need. Knowledge of a new product is considered to be result selective perception and is more likely 31

to occur through mass media than in late stages which are more influenced by opinion leaders.

2. Persuasion: In this stage usually attitude formation takes place that is consumer form
favorable or unfavorable attitude towards the innovation attitude towards the innovation. Consumer may mentally imagine how satisfactory new product might be in use. i.e., vicarious trial of the product in consumers mind. It is also considered as the evaluation of consequences of using the product. This means the consumers weigh the potential gains from adopting the product against the potential losses of switching from the product now used. A Person may seek out new stories pay particular attention to advertising for the product, Subscribe to product rating services, talk to experts in that product the category etc. this is basically done to reduce perceived risk in adopting new products . Each of the above information search and evaluation strategies has an economic and or psychological cost. Many persuasion methods are used by marketers. One the common and effective method is catalogs, specially used for a new product because this provides more information than the typical retail settings. For example- marketer can show the advantages ones present solutions of their problems.

3. Decision: Consumers engages in activities that lead to choice to adopt or reject it he

innovation. Adoption can be defined as a decision to make full use of an innovation as the best course of the action. This means continued use of the product unless situational variables. Prevent usage. Rejection means to not adopt an innovation. There may be some persons who first consider adopting an innovation or at least give a trial. But then deciding not to adopt it. This is called an active rejection. Others never consider the use of the innovation, known as passive rejection.

4. Implementation: Implementation means consumer puts the innovation into use. Until
this stage, the process is a mental exercise, but in this stage behavioral change is required.

32

5. Confirmation: Consumer seeks approval/ reinforcement for the innovation decision,

but may reverse this decision if exposed to conflicting messages about the product. This stage is also influenced by communication sources and consumers evaluate their purchase experience. After evaluating, they try to support their behavior and later decide to continue or to discontinue using the product. Marketers consider studying discontinuance to be equally important as the rate of adoption. They study so that marketing strategies can be a tailor made with respect to the reasons for the same. It is seen that people who adopt the product later than early adopters, more likely to discontinue. Therefore, marketer try to upgrade follow- up services and feedback as the sales of a new product expands.

REVIEW OF EXISTING LITERATURE

33

 A READY-TO-EAT CHESTNUT FLOUR BASED BREAKFAST CEREAL. PRODUCTION AND OPTIMIZATION. Authors: G. Sacchetti, G.G. Pinnavaia Keywords: Castanea sativa, processing, extrusion-cooking, `characterisation, hydration Abstract: A ready-to-eat breakfast cereal was obtained through the extrusion cooking of a chestnut flour based blend. Several studies were conduced adopting a two stage process, consisting of an extrusion stage followed by a puffing (toasting) stage, in order to obtain products with different structural characteristics a drying step was introduced just before the puffing stage. The influence of process variables such as chestnut flour content, extrusion temperature and drying time before puffing, on the functional and physical properties of the products was investigated. W.A.I. (Water Adsorption Index), W.S.I. (Water Solubility Index) and W.H.C. (Water Holding Capacity), density, colour and breaking strength were determined. In order to describe the behaviour of the products during the immersion in milk, the water uptake and the breaking strength of the products were measured at different immersion times; data obtained were compared with those of an analogue product already existing on the market. Finally, the effect of icing on the product's textural characteristics before and during immersion in milk was also investigated.

The adoption of eating behaviors conducive to weight loss 34

Authors: Bing Bing Qi and Karen E. Dennis University of Maryland, Baltimore, MD, USA VA Maryland Health Care System, Baltimore, MD, USA

Abstract Given the plethora of eating behavior techniques that obese individuals might adopt for weight loss, it is not likely that they could, or would be willing to, adopt all of them. Therefore, the purpose of this study was to identify the specific eating behaviors conducive to weight loss adopted during the behavioral treatment of obesity, and to distinguish those that were deemed beneficial from the ones that were not. Fifty obese (BMI 324 kg/m 2, meanSD), postmenopausal women (606 years old) participated in a 6-month behavior modification, dietary, low-intensity walking weight loss program. For analysis, they were divided into two groups: no weight loss (5 kg, n=18) versus weight loss (>5 kg, n=32). At pre- and posttreatment women completed the Eating Behavior Inventory (EBI) that measures specific strategies conducive to weight loss. Women who lost weight increased their total eating behavior score by 20% (p<0.001) and improved the adoption of 14 eating behaviors, which was more than twice that of the non-weight losers. Topping the list of most strongly adopted behaviors were carefully watching and recording the type and quantity of food consumed. Maintaining a weight graph and weighing daily also were important to these women. Neither group of women adopted potentially helpful eating behaviors such as leaving food uneaten, refusing food offered by others, or shopping from a list. In studies of obesity treatment, attendance at class sessions is one marker of program adherence. More definitively, implementing the EBI in clinical and research obesity treatment programs will provide its leaders with insight into whether participants adopt, ignore, or fight the essential behaviors that will facilitate success toward their personal weight loss goals.

Differential Listeria monocytogenes Strain Survival and Growth in Katiki, a Traditional Greek Soft Cheese, at Different Storage Temperatures. 35

Authors: Dafni-Maria Kagkli,* Vassilios Iliopoulos, Virginia Stergiou, Anna Lazaridou, and George-John Nychas Agricultural University of Athens, Laboratory of Microbiology and Biotechnology of Foods, Iera Odos 75, Athens 11855, Greece Abstract Katiki Domokou is a traditional Greek cheese, which has received the Protected Designation of Origin recognition since 1994. Its microfloras have not been studied although its structure and composition may enable (or even favor) the survival and growth of several pathogens, including Listeria monocytogenes. The persistence of L. monocytogenes during storage at different temperatures has been the subject of many studies since temperature abuse of food products is often encountered. In the present study, five strains of L. monocytogenes were aseptically inoculated individually and as a cocktail in Katiki Domokou cheese, which was then stored at 5, 10, 15, and 20C. Pulsed-field gel electrophoresis was used to monitor strain evolution or persistence during storage at different temperatures in the case of the cocktail inoculum. The results suggested that strain survival of L. monocytogenes was temperature dependent since different strains predominated at different temperatures. Such information is of great importance in risk assessment studies, which typically consider only the presence or absence of the pathogen.

SS-AAEA Journal of Agricultural Economics 2008 Articles Global Adoption of Convenience Foods

36

Author:-Megan Sheely. The author is a senior in the Department of Agricultural Economics at Purdue University. The editor of this issue was Bailey Norwood, Department of Agricultural Economics, Oklahoma State University. Abstract Trends in the types of foods Americans purchase are evident just by looking around the grocery store. Foods stuffs requiring extensive preparation are being replaced by convenience products that require little time, energy, or preparation. Food companies constantly invest in research and development of new convenience foods to make daily life easier for consumers. The objective of this study is to determine whether the demand for convenience foods is growing around the globe, and if so, to identify the various drivers responsible for the increase in demand. Secondary data were collected for 67 different countries on the quantity and value for four different food types of convenience food: frozen processed foods, chilled processed foods, meal replacement products, and sweet and savory snacks. Data were also found on potential drivers of convenience such as age, income, food budget, etc. All data had 10 years of information (1998 to 2007) and were collected through databases from Euromonitor or the World Bank and analyzed using regression analysis. The three biggest drivers of convenience foods were found to be possession of a color TV, possession of a microwave, and median age of the population.

RESEARCH METHODOLOGY

37

Research methodology is a way to systematically solve the research problem. It is the science of studying how research is done scientifically. Further more for an effective and efficient study properly planned methodology is must. All progress in born of enquiry doubt is often better than over confidence for it leads to inquiry and inquiry leads to invention

Objective of the Study

Main Objective: To study adoption of ready to eat products among females in Panipat city. Sub Objectives: 1) To ascertain the adoption process of ready-to-eat products among females in Panipat city. 2) To ascertain the make or buy decisions of the product taken by females. 3) To analysis that which kind of females whether married or unmarried preferred it most. 4) To find out the reasons behind their preference and non preference to purchase. 5) To ascertain that, what are the various brands that are available in the market and which brand they prefer most.

Data Collection
1. Primary Data: This is the source from which data is gathered first hand and the responsibility for their compilation and promulgation remain under the same authority that originally gathered them. For the study, unstructured interviews are conducted between the females with the intention to have proper information about the same so that on the basis of that important decision can be drawn. Primary source have two methods: INTERVIEW METHOD

38

An interview may be regarded as a systematic method by which a person enters more or less imaginatively into the life of a comparative stranger. Dr. S.R.Bajpai. The process of interview begins with a casual conversation aimed at familiarization. Thus in turns helps to build a rapport between the interviewer and the respondent. By doing so, information about the topic could be gathered. QUESTIONNAIRE METHOD

The method of questionnaire will be used to get the responses of the respondents. The questionnaire will contain question, which will be based on certain factors or dimensions. Now for each question, four alternatives will be given, out of which the respondent has to choose the alternative, which he finds most appropriate for that particular question. In this study, proper attention is paid in the question sequence because proper sequence of the questions reduces considerably the chances of being misunderstood and also while formulating the same, wording is also an important aspect so that the questions are very much simple, which can be easily understandable and as per the requirement also.

2. Secondary Data: Any data which is available prior to the commencement of a research study a secondary data. It is refers to information that has been collected by someone else, often this include printed or published up arts the main secure of secondary data for this project. It includes various magazines related to food industry and internet sites also that help to make more effective and understandable.

Sample Design

39

1. Sampling Element: The Basic element to be studied are the married, unmarried, service, and students. 2. Population: A Sample size of the area of Panipat (urban) will be surveyed. 3. Sampling Methodology: Probability based stratified random sampling will be adopted. 4. Sample Size: A Sample size of 50 females will be obtained. 5. Sample Characteristics: Sample will be categorized of professionals and housewifes 6. Research design: Research design used is descriptive.

Scope of the study

The study will cover the area of: Consumer Behavior Psychological study Demand analysis Perception Sales promotional tools

Tools used: Questionnaire shall be formulated to collect data. For the analysis purpose bar charts and tables shall be used. Stastical tool used: Chi-Square test Research design: is the blueprint to study any problem. It is a plan for collection analyses and interpretation of data in a manner that is relevant to the research purpose with economy. Research Design is the preplan for a study that will lead to the most economical method for collection of the required data and their analysis.

40

A good research design should be flexible, appropriate and efficient and so on. It should try to minimize biases and maximize reliability. Of the data collected and analyzed is considered a good design. The present study is exploratory in nature, for it seeks to discover the ideas and insight and to bring out new relationship. Exploratory research includes surveys and fact-finding enquiries of different kinds. The major purpose of exploratory research is description of the state affairs as it exists at present.

Significance of the study

This study is based on why females adopt the ready-to-eat products that are readily available in the market. It helps those industries which are involved in the manufacturing of such type of products in planning and deciding the most effective marketing strategy for the same. To understand the consumer behavior is not an easy task this study explains the simplest way to understand the same. It explains how the company targets their market and their prospective buyers.

LIMITATIONS

41

Although, it has been tried to remain precise and be accurate in this study but in spite of all the care, there are certain uncontrollable variables in a research study, which cause hindrance in bringing out not accurate results. Hence this research study has certain limitations which are listed below:1. Limited time available was not enough to do the survey without error. 2. Though the questionnaires were prepared with great care keeping all aspects in mind but some aspects had been missed that could have made it more informative. 3. People have not exact and appropriate knowledge on the recall of brands. 4. There might be wrong information provided in the questionnaire. 5. There might be human error in data collecting. 6. As in the study, only females are considered thats why the scope of study is limited. 7. Due to using exploratory research design, fresh data were collected for the same that cant be cent to cent accurate. 8. The respondents are ignorant to properly answer the questions.

Hypothesis of the Study

42

1. Ready to eat food products are not preferred by professional women but most preferred by house wives. 2. Women like to purchase ready to it product because of the reason of taste other things beings equal. HYPOTHESIS TESTING The chi-square test is one of the simplest and widely used non-parametric tests in statistical work. The symbol is Greek letter chi. It was first used by Karl Pearsons in the year 1990. The quantity chi-square describes the magnitude of the discrepancy between theory and observation Chi-square= (O-E)2 E Where O=observed frequency And E=expected frequency

Degree of freedom: While comparing the calculated value of chi square with the table value, we have to determine the degree of freedom. By degree of freedom we mean the number of classes to which the values can be assigned arbitrary or will without violating the restriction or limitations placed.

H0 = let us take the hypothesis that Poor technology, Poor road conditions , poor quality of spare parts, Increasing of vehicles do not effect the reasons of increasing in number of visits made by single customer. H1= let us take the hypothesis that Poor technology, Poor road conditions , poor quality of spare parts, Increasing of vehicles effect the reasons of increasing in number of visits made by single customer.

Observed frequency table: 43

Factors

Influence on buying decision Perception 37 of dealers while buying products Total 71

Increasing Poor road Poor of conditions technology vehicles 34 42 24 45 10

poor quality Total of spare parts 0 100 8 100

87

34

200

71100 E11= 200 87100 E12= 200 34100 E13= 200 8100 E14= 200 71100 E21= 200 = 35.5 =4 = 17 = 43.5 = 35.5

87100 E22= 200 34100 E23= = 17 = 43.5

44

200 8100 E24= 200 =4

Expected Frequency table: Factors Increasing Poor road Poor of conditions technology vehicles 35.5 43.5 17 43.5 17 poor quality Total of spare parts 4 100 4 100

Influence on buying decision Perception 35.5 of customers while buying refrigerator Total 71

87

34

200

Observed frequency(O) 34 37 42 45 24 10 0 8 Total

Expected Frequency(E) 35.5 35.5 43.5 43.5 17 17 4 4

O-E -1.5 1.5 -1.5 1.5 7 -7 -4 4

(O-E)2 2.25 2.25 2.25 2.25 49 49 16 16

(O-E)2/E .06 .06 .05 .05 2.88 2.88 4 4 13.98

2 =

{(O-E) 2} = 13.98 E 45

Degrees of freedom = V = (r-1) (C-1) = (2-1) (4-1) = (1) (3) =3 At degrees of freedom V = 4, 2.05 = 8.75 Since the tabulated value of 2.05 = 8.75 is less than the calculated value of 2 so, we reject the null hypotheses (H0). Hence it is proved that that Poor technology, Poor road conditions , poor quality of spare parts, Increasing of vehicles effect the reasons of increasing in number of visits made by single customer.

Ho: Ready to eat food products are preferred by housewives.

Basis Yes No Total

Business women 20 20 40

Housewives 40 20 60

Total 60 40 100

(OO 20 40 E 2.4 3.6 O-E 17.6 36.4 (O-E)SQUARE 309.76 1324.96 E)SQUARE/E 129.06 368.04

46

20 20

2.4 2.4

17.6 17.6

309.76 309.76 E=

129.06 129.06 755.22

47

ANALYSIS AND INTERPRETATION (I) On the basis of Awareness

(A) Ready to Eat Product Awareness on married or unmarried status? Product Awareness Among Females Alternatives Married Unmarried Total Yes 36 44 70 Not Much 4 10 14 No 2 4 6 Total 42 58 100

50 40 30 20 10 0 36

44

Married Unmarried 10 4 Yes Not Much 2 No 4

INTERPRETATION:Out of 42 married females, 36 are very much aware of ready-to-eat products that are available in the market whereas out of 58 unmarried females, 44 are awarded.

(B) Ready to Eat Product Awareness on vegetarian or non-vegetarian basis?

48

Product Awareness Among Females Alternatives Vegetarian Non-vegetarian Total Yes 60 22 82 Not Much 10 2 12 No 4 2 6 Total 74 26 100

70 60 50 40 30 20 10 0

60

22 10 2 Yes Not Much 4 No 2

Vegetarian Non-vegetarian

INTERPRETATION:Out of 100 females 74 are vegetarian and remaining 26 are non-vegetarian. In total 82 females including both vegetarian and non-vegetarian are very much awarded of ready-to-eat products.

(C) Ready to Eat Product Awareness on the basis of profession? Product Awareness Among Females Alternatives Business Yes 8 Not Much No Total 8 49

Service Student Housewife Other Total

4 42 24 2 80

12 4 16

4 4

4 58 28 2 100

45 40 35 30 25 20 15 10 5 0

42 Business 24 12 4 Yes 2 4 Not Much 4 No Service Student Housewife Other 8

INTERPRETATION:Out of 100 females, 80 are very much aware of ready-to-eat products whether they are include in any profession like business, service, student, housewife or etc.

(D) Ready to eat Product Awareness with income wise classification? Product Awareness Among Females Alternatives Below 10000 10000 to 25000 25000 to 40000 Above 40000 Total Yes 4 45 19 12 80 Not Much 4 8 2 14 No 4 2 6 Total 4 53 29 14 100

50

40 35 30 25 20 15 10 5 0 4

34 30 Below 10000 10000 to 25000 25000 to 40000 Above 40000 2 4 2

12 8 4

Yes

Not Much

No

INTERPRETATION:About 80 females those are aware of ready-to-eat products, out of them 19 whose total family income are lie between 25000 to 40000 whereas 45 are those who are lie between under 10000 to 25000 category.

(II) On the basis of frequency of using ready-to-eat products

(a) Frequency of using on married or unmarried basis:-

Frequency of using ready-to-eat products

51

Altern-atives Married Unmarried Total

Regular ly 10 6 16

Quite Frequentl y 12 12 24

Occasion al 12 22 34

Rarel y 8 10 18

Never

8 8

25 20 15 10 5 0 Regularly 10 6 12 12 12

22

10

Married 8 Unmarried

Quite Occasional Frequently

Rarely

Never

INTERPRETATION:10 married female are regularly using ready to eat products and 6 unmarried are using regularly. 12 married females using occasionally whereas 22 unmarried females are used on occasional basis.

(b) Frequency of using ready-to-eat products on vegetarian or non-vegetarian basis:Frequency of using ready-to-eat products

52

Altern-atives Vegetarian Nonvegetarian Total

Regularly

Quite Frequently

Occasional

Rarely

Never

6 8

10 8

25 13

14 4

10 2

14

18

38

18

12

30 25 20 15 10 5 0 Regularly Quite Frequently 6 8 10

25

13 8

14 10 4 2 Never

Vegetarian Non-vegetarian

Occasional

Rarely

INTERPRETATION:14 females are using the product regularly out of them 6 are vegetarian and 8 are nonvegetarian where as 38 females used it as occasionally basis out of them 25 are vegetarian and 13 are non-vegetarian.

(c) Using and Frequency of using the ready-to-eat products on profession basis:Using ready-to-eat products Frequency of using ready-to-eat products

53

Alternatives Business Service Student

Yes Not Much 8 4 18 30 12 2 44

No Altern-atives 10 10 Business Service Student

Regularly Quite Frequently 6 2 2 12 4 18

Occasional Rarely Never

4 22 10 36

10 8 2 20

12 12

Housewife 16 Others Total 46

Housewife 6 Others Total 14

25 20 15 10 6 6 5 2 2 0 Regularly 12 4

22 Business 10 4 10 8 2 Rarely 12 Service Student Housew ife Others

35 30 25 20 15 10 5 0

30 Business 18 16 8 4 Service 12 2 Not Much No 10 Student Housew ife Others

Yes

INTERPRETATION:46 females those using it are students whereas 44 are not using it very much. 36 females those are using it at occasionally, out of them 22 are students and 10 are housewives.

(d) Using and Frequency of using the ready-to-eat products with income-wise classification:-

54

Using ready-to-eat products Alternat- Yes ives Below 10000 10000 to 18 25000 25000 to 22 40000 Above 40000 Total 12 52 2 44 4 20 2 Not Much 2 20 2

Frequency of using ready-to-eat products Regularly Quite Frequently 4 6 8 16 4 4 Occasional Rarely Never

No Altern-atives Below 10000 10000 to 25000 25000 to 40000 Above 40000 Total

20

6 16

2 18

2 38

4 16 12

25 20 15 10 5 66 4 88 2

20 16 8 2 4 4 444 Below 10000 10000 to 25000 25000 to 40000 Above 40000

25 20 15 10 5 0 Rarely

22 18 12

20 20 Below 10000 10000 to 25000 25000 to 40000 2 2 2 2 No Above 40000

0 Regularly

Yes

Not Much

INTERPRETATION:52 females are using ready-to-eat products, out of them 22 are those, whose family income levels lie between 25000 to 40000 whereas 38 are using it frequently, out of them 20 are included in the category of 25000 to 40000.

55

(III) Recall the Brand?

Brand Preferences Brands Name KFC Aashirvaad MTR Others No. of Respondents 10 20 60 10

70 60 50 40 30 20 10 0 10 20

60 KFC Aashirvaad MTR Others

10

No. of Respondents INTERPRETATION:Around 60 females have remembered the name of MTR whereas 10, 20 and 10 females are remembering the name of KFC, Aashirvaad and others respectively.

(IV) Which one you use more frequently?

Brand Preferences Brands Name KFC Aashirvaad No. of Respondents 18 20 56

MTR Others

55 7

60 50 40 30 20 10 0 18 20

55

KFC Aashirvaad MTR 7 Others

No. of Respondents

INTERPRETATION:55 females using the MTR products more frequently whereas 18 are using KFC products very much that shows most of the females preferred MTR products in using because of various reasons like quality, fabulous taste, brand name or etc.

(V) Why you buy it?

Reasons Behind the Purchasing of ready to eat products Reasons Dont have enough time Becoming habitual Like the taste Not aware about cooking None of these No. of Respondents 20 18 36 10 16 Percentage 20% 18% 36% 10% 16%

57

40 35 30 25 20 15 10 5 0

36

20

18 10 20% 18% 36% Like the taste 10% Not aware about cooking

16

No. of Respondents Percentage 16%

Dont have Becoming enough habitual time

None of these

INTERPRETATION:Out of 100 females 36 say that they buy it because they like the taste very much whereas 20 say that they buy it because of not having enough time to cook at home, other 18 say they are becoming habitual of it.

(VI) Why you dont buy it?

Reasons behind their non-purchasing Reasons Price Consideration Prefer to cook at home Dont like the taste Worry about freshness None of these No. of Respondents 18 26 8 22 26 Percentage 18% 26% 8% 22% 26%

58

30 25 20 15 10 5 0 18

26 22

26

Price Consideration Prefer to cook at home Dont like the taste Worry about freshness None of these Column 6

No. of Respondents

INTERPRETATION:-Around 26 females say that they dont purchase the same because they prefer to cook at home whereas 22 say that they are very much worried about freshness of the product.

(VII) What is the type of your family?

Type of Family Types Married couple children Married couple

No. of Respondents with 40 without 24 36

Percentage 40% 24% 36%

children Extended or joint family

59

45 40 35 30 25 20 15 10 5 0

40

36 24 Married couple with children Married couple without children Extended or joint family

No. of Respondents

INTERPRETATION:40 females those are married and having children whereas 36 are married but not having children and 24 females are living in a joint family.

(VIII) What is the most important consideration when you decide to buy ready-to-eat products?
Important Consideration Behind Purchasing Considerations Brand Quality Taste Price All No. of Respondents 16 26 16 6 36 Percentage 16% 26% 16% 6% 36%

60

40 35 30 25 20 15 10 5 0 Brand Quality Taste 16% 26% 16% 6 6% Price 16 16 26

36

No. of Respondents Percentage

36% All

INTERPREATTION:36% females preferred all the consideration while purchasing that include brand name, quality, taste and price also whereas 26% females preferred it only for its quality and 16% preferred brand name and taste respectively while purchasing.

(IX) Which is the most influencing source of information while purchasing ready-to eat products?
Source of Information Sources Newspaper TV Family Friends Salesman Other No. of Respondents 4 64 10 12 4 6 Percentage 4% 64% 10% 12% 4% 6%

61

70 60 50 40 30 20 10 0 4

64 Newspaper TV Family Friends 10 12 4 Salesman 6 Other

No. of Respondents

INTERPRETATION:Most of the females, around 64% get the information about the ready-to-eat products from the TV media whereas 12 get the same from their friends and relatives.

(X) Are you satisfied with the quality of ready-to-eat products available in the market now-a-days?
Satisfied with the quality of the available products Responses Yes Not Much No No. of Respondents 46 44 10 Percentage 46% 44% 10%

62

50 40 30 20 10

46

44

No. of Respondents Percentage 10 46% 44% Not Much 10% No

0 Yes

INTERPRETATION:Out of 100 females, 46 are very much satisfied with the available quality of ready-to-eat products that are available in the market whereas around 44 are not that much satisfied with the same and 10 are not satisfied completely.

Conclusion
While conducting the research on ready-to-eat products, it is concluded that most of the females whether married or unmarried or involved in any profession having the knowledge about ready-to-eat products that are available in the market for consumption. Some preferred it because they dont have enough time for cooking at home whereas some dont have any knowledge about its preparation or there can be many other reasons. There are various reasons behind their purchasing of ready-to-eat products and also for not purchasing the same.

63

After conducting this research various conclusion have been drawn that are discussed as :1. The study reveals that majority of the respondents are aware of various brands of ready-to-eat products. 2. There are various ready-to-eat products of different brands like Aashirvaad, Nestle, ITC, MTR or etc. available in the market. 3. Most of the females preferred ready-to-eat products because of their reasonable price, better quality, fabulous taste and effective brand name. 4. Quality is the major factor, which influencing the purchasing decision more than other factors. 5. Females are very much affected by advertisements so they watch ads of readyto-eat products very carefully. 6. Females are very much satisfied with the available quality of ready-to-eat products that are available in the market now-a-days. 7. People prefer ready-to-eat products not just because of their comfortability but they like the taste and quality as well. 8. The research gave a clear picture that MTR is the most popular brand while ITC took second place followed by Aashirvaad, Nestle and others. 9. Person who is either a habitual or occasional user, the price rise doesnt effects the buying of ready-to-eat products.

64

SUGGESTIONS AND RECOMMENDATIONS

The following suggestions are offered to food industry dealing in ready-to-eat products based on the conclusion drawn from this research study are:1. Companies have to increase the awareness level in buyers through print media ( Newspaper and Magazines) advertisement since it is one of the main sources of awareness.

65

2. Even till date, majority of the Indian Housewives feeling that the ready-to-eat products are not a necessity product, so companies have to try to explain the necessity of the same to trigger primary demand. 3. Quality, taste and brand name are three important factors, which are considered while purchasing ready-to-eat products. Hence, companies have to provide quality products and they have tried to build brand name and taste. 4. The company should introduce more flavors and varieties in its products. 5. Word-of-mouth can be generated by keeping the existing customers.

Bibliography
1. KOTLER, PHILIP; Marketing Management, 11th Edition New Delhi, Prentice Hall of India, 2002. 2. KOTHARI, C.R; Research Methodology, Wishawa Parkashan, 2nd Edition. 3. SALKIND, NEIL, Exploring Research, 3rd Edition, Prentice Hall, NJ, 1997. 4. RAJMOHAN, R; Image Retail, 2nd Edition, 2007. 5. Retail management by Barry Berman & Joel R. Evans

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WEB SITES
Www. Helpline Law.Com Www.Law4you.Com www.a2zmba.com www.scribd.com

Questionnaire
Name (1) On the basis of Awareness (A) Ready to Eat Product Awareness on married or unmarried status? Product Awareness Among Females Age Occupation

67

Alternatives Married Unmarried Total

Yes

Not Much

No

Total

(B) Ready to Eat Product Awareness on vegetarian or non-vegetarian basis? Product Awareness Among Females Alternatives Vegetarian Non-vegetarian Total Yes Not Much No Total

(C) Ready to Eat Product Awareness on the basis of profession? Product Awareness Among Females Alternatives Business Service Student Housewife Other Total Yes Not Much No Total

(D) Ready to eat Product Awareness with income wise classification? Product Awareness Among Females Alternatives Below 10000 10000 to 25000 25000 to 40000 Above 40000 Total Yes Not Much No Total

(2) On the basis of frequency of using ready-to-eat products (1) Frequency of using on married or unmarried basis:68

Alternatives Regular Quite Frequency of using ready-to-eat products ly Frequentl y Married Unmarried Total

Occasion al

Rarel y

Never

(2) Frequency of using ready-to-eat products on vegetarian or non-vegetarian basis:Frequency of using ready-to-eat products Alternatives Regularly Quite Frequently Vegetarian Occasional Rarely Never

69

Nonvegetarian Total

(3) Using and Frequency of using the ready-to-eat products on profession basis:Using ready-to-eat products Alternative s Business Service Student Housewife Others Total Yes Not Much Frequency of using ready-to-eat products No Alternative s Business Service Student Housewife Others Total Regularly Quite Frequently Occasional Rarely Never

(3) Recall the Brand? Brand Preferences Brands Name KFC Aashirvaad MTR No. of Respondents

70

Others (4) Which one you use more frequently? Brand Preferences Brands Name KFC Aashirvaad MTR Others No. of Respondents

(5) Why you buy it? Reasons Behind the Purchasing of ready to eat products Reasons Dont have enough time Becoming habitual Like the taste Not aware about cooking None of these No. of Respondents Percentage

(6) Why you dont buy it? Reasons behind their non-purchasing Reasons Price Consideration Prefer to cook at home Dont like the taste Worry about freshness None of these No. of Respondents Percentage

(7) What is the type of your family? Type of Family 71

Types Married children Married

No. of Respondents couple couple with without

Percentage

children Extended or joint family

(8) What is the most important consideration when you decide to buy ready-to-eat products? Important Consideration Behind Purchasing Considerations Brand Quality Taste Price All No. of Respondents Percentage

(9) Which is the most influencing source of information while purchasing ready-to eat products? Source of Information Sources Newspaper TV Family Friends Salesman Other No. of Respondents Percentage

(10) Are you satisfied with the quality of ready-to-eat products available in the market now-a-days?

72

Satisfied with the quality of the available products Responses Yes Not Much No No. of Respondents Percentage

73